Travel & Tourism

Cruises, hotels, resorts, amusement parks, recreational, travel tours, travel websites and booking services, etc.

2013 GOLD

Costa Rica's Million Dollar Gift of Happiness

Tourism advertising is a $504 million industry; Costa Ricas share of voice was just .3% of that amount. The business challenge was to increase visits to the country by 5%, and to gain a larger share of the conversation. Driven by consumer insight and validated by an international study, we leveraged Costa Ricas position as the happiest country on Earth to export happiness to North Americans. The result was a campaign that not only got people talking, but also increased visitation 8% year over year.

Brand: The Costa Rica Tourism Board
Client: The Costa Rica Tourism Board
Agency: 22squared
Language: English

2013 SILVER

JetBlue Getaways Get Away With It

If the most exciting thing about vacation planning is imagining the experience, why not play up the fun ahead? Introducing Get Away With It, the first-ever live online game show that utilized cutting-edge technology to create a new form of branded entertainment. The campaign was designed to allow the target to escape for a bit, a nice departure from the rest of industry where price and comparison shopping adds to the stress of vacation planning. JetBlue Getaways awareness more than doubled after the game.

Brand: JetBlue Airways
Client: JetBlue Airways
Agency: Mullen
Language: English

2013 BRONZE

"More More" and More

In a world of daily hotel discounts, Embassy Suites Hotels took the road less traveled. Instead of buying the business, they set out to earn it by building the value of the brand. Seasoned travelers were frustrated by being nickel-and-dimed for everything from checking their bags to getting a snack on the plane. Embassy Suites More More campaign positioned them as the only upscale hotel that always gives you more. The campaign drove a 3.4% increase in YOY bookings, and exceeded goals in both brand advocacy and brand linkage.

Brand: Embassy Suites Hotels
Client: Embassy Suites, Inc.
Agency: BBDO Atlanta
Language: English

FINALISTS

Uber Trains, now on… Uber?! How Uber expanded into a new sector by turning its biggest weakness into a five star strength

The Ritz-Carlton A Transformational Stay: Leaving The Ritz-Carlton Better Than You Arrived

Air France Air France 90th anniversary